Abstract

Today, businesses are trying to gain an advantage in a competitive environment by creating unique experiences in order to attract or retain customers who have become a leader with changing tastes and preferences and are almost directing businesses. The main purpose of this research is to reveal the effect of experiential marketing on customer satisfaction. For this purpose, in this study, the effect of the sensory, emotional, intellectual, behavioral and relational experiences of Kahve Dünyası customers in Istanbul province on customer satisfaction is examined. Survey data were collected from 384 people face to face with the convenience sampling method. The data obtained were evaluated with SPSS and AMOS statistical data analysis programs. The data were analyzed using Cronbach Alpha Coefficient method, Normality test, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model. Research findings indicate that sensory, behavioral and relational experience dimensions have a statistically significant effect on customer satisfaction.